“Everyone gets excited about change, except when it happens to them.” These battle-hardened words were shared with one of us (Robert) years ago by the CMO of GE. The data certainly backs up her frustration. Depending on the study, 30% of change initiatives fail outright. An additional 40% fail to meet performance goals. Why do …

The role of marketing is to connect an organization with the market in a way that benefits both customer and company. In simple terms, marketing is accountable for ensuring there is a discernable need in the market, which the company can address in a unique, differentiated and profitable way. To achieve this, However, the voice …

In a world when human interactions are few and far between, when they do happen they are an opportunity where a brand’s reputation can be destroyed in an instant or a customer advocate can be created for life. This all comes down to your most valuable resource – the company’s employees.

Brands are engaging customers in an ever-more time sensitive world with huge demands placed on the individual for their attention. With the sheer volume of marketing communications constantly rising, how can you compete for – and win customer loyalty?

There continues to be ongoing debate around the topic of the role of art and science in marketing. A debate that highlights why marketing as a function continues to struggle to assert itself and to deliver real commercial value. As in all good stories, let’s start at the beginning. So what is the purpose of …